Super-premium decorative paint brand, Porter’s Original Paints has launched its biggest brand campaign to date; ‘Original as you’ via Communicado, alongside creative director Andrew Panozzo, with OMD looking after the media strategy.
The campaign aims to grow brand awareness of Porter’s Paints and its offering beyond the speciality finishes the brand is renowned for.
Says Melanie Stevenson, marketing manager, Porter’s Paints: “The Porter’s Paints brand holds a unique place in the decorating landscape offering colours and finishes like no other.
“Our brief to Communicado and OMD was to develop a campaign that articulates Porter’s unique brand story, while also focussing on its signature broad wall paint to elevate it from its perception as a specialty paint company.
“At Porter’s Paints, we champion originality as well as the creative and independently minded. The new brand proposition, ‘Original as you’, aims to bring this brand essence to life and invite our consumers to step outside the ordinary to create an environment as original as they are.”
Says Panozzo: “Porter’s Paints is an iconic brand, and the very nature of what it can achieve with colour, truly celebrates individuality.”
Says Eliza Mielczarek, account director, Communicado: “There was opportunity for us to develop creative that not only embodies the Porter’s Paints brand philosophy, but also celebrates the consumers using it, and the magic of the transformation possible when embarking on a creative project in the home.”
Directed and shot by Hugh Peachey, the campaign includes stills as well as 15 second and 6 second digital videos which enter the imagination of a woman who has just completed her painting project. Revealing a freshly painted wall in the middle of a rainforest, the videos aim to transport the viewer into the calming sanctuary she has realised with Porter’s Paints.
OMD have developed a strategy targeting creative enthusiasts that elevates the ‘Original as you’ message into inspiring, real world executions that are Made By Hand. This includes OOH, large format billboards and bespoke hand-painted bus shelters will rotate four key colours until June.
Online video, display and social ads further amplify the messaging, and in a partnership with Broadsheet media, some of Porter’s most original customers share their inspiration for creating signature spaces using Porter’s Paints; Including Sam Peasnell in his Melbourne eatery, Cheek.
Says Antonia Glezakos, managing partner, OMD: “Our research uncovered that the Porter’s customer is motivated by brand offerings that are Premium, Personalised and articulate Providence. By creating media executions that are Made By Hand, we can reflect all three and take the Porter’s offering to a wider audience.”
The campaign will also extend to a PR component developed and implemented by Communicado from June 2019.
Creative & PR Agency – Communicado
Creative Director – Andrew Panozzo
Director – Hugh Peachey
Production – Hugh Peachey productions
Media Agency – OMD